Marketing content planning, as opposed to content marketing planning, works best when prepared after and in coordination with your launch plans. Your launch plans include what offers you want to sell, how many you want to sell, and when the offer is available. Once you have these launch plans figured out, then you’ll plan the content for your marketing.
Or I can do the work for you.
We’ve previously discussed the 8 marketing objectives your content has. When done correctly, the marketing will do the hard work of selling for you. The education around the offer, the need is agitated, and any objections were already addressed. But what if you didn’t plan your marketing content around the launch plans?
Where your marketing content plans go wrong
Timing is off
You’ll want to have your launch plan in place prior to creating a marketing plan to time the publication with the launch dates. Marketing sets up the sales process. When done correctly, sales are easy and fun. Your launch plans will set the stage for what you need to talk about at certain times to prepare your leads to pay attention to your offer.
You want to talk about the relevant topic for the days, weeks, and months leading up to the launch dates. A health coach who provides food and fitness services wouldn’t talk up their food package if they wanted the audience to invest in the fitness services launching next week. While the audience may express interest in both services, they aren’t thinking about the fitness service when the food packages are what is marketed.
Likewise, you’ll want to leave breadcrumbs over months to build up the relationship with a lead to convert them into a client with your next launch. When you have ample time, educating the lead can take several months. What knowledge gaps do you know they have from where they’re at to where they wanted to be?
A few weeks ahead, you’ll want to introduce what happens if the lead does or doesn’t make a change like the one provided in your transformation. Finally, in the days leading up to the launch, address any objections that leads will have to keep the conversation going when the cart opens.
Leads not educated enough on your offer
If you were to sell a fitness program after talking about meal planning for the last few months, then how much will your audience understand your offer? They’ll have many questions. Too many questions to bother researching the offer itself. The confused reader never becomes a buyer. The same principle applies from marketing content.
You’ll need time to address the different angles to approach your topic. But you’ll NEVER have enough time to address everything. More content will come next time.
No one knows why they need your offer now
Your audience has a history of something they want to change. Otherwise, they wouldn’t be in your audience. They’d already have the transformation you provide your clients and they’d move on their way to whatever next goal they want to work on.
If they don’t make a change today, then what will it take to make them change? Sometimes change for the sake of change is too uncomfortable. Change comes from a place of lacking, loss, or desperation. If you could help someone before they hit this point, how could you reach them?
You’d highlight the missed opportunity costs and remind them of their history. Remind them that what they’ve done before doesn’t work and without something new, nothing will change. Do this correctly and they’ll want to give you money before you ever made an offer.
Objections stop the conversation before it started
Finally, objections to making changes, investing in your offer, and fear in trusting themselves or you can be huge hurdles to overcome. There are different sorts of distractions that exist. You want to address all as many objections as possible before you ask for a sales call. Some objections are big enough that the lead never speaks up.
Trying to address all of the objections could come in a frequently asked questions format. These can be short and sweet like plenty of FAQ sections of sales pages or long enough to constitute a whole blog post for a single question.
Selling is easy and fun
When you plan your marketing content in a way that makes selling fun, it makes the whole process easier. It takes a little bit of time upfront but saves you a boatload on the back end. Not convinced that selling can be fun or easy?
Selling is easy when marketing positions you as the expert
Your content is producing value and your audience is already seeing you in a way that helps them perceive you as an expert. It may or may not include any certifications or letters behind your name. I want you to provide so much value that you’re already answering so many questions.
You’re helping them change their lives without having to do anything beyond what is within what lights you up.
Selling is easy when marketing attracts people to your personality
Your fans will like you for who you are because your marketing content is reflective of that. You’re not friends with every person you know. You won’t work with every person you meet.
Let your personality shine. Be controversial. Allow yourself to be bold, obnoxious, or whatever other adjectives you’ve been called.
You don’t want to please everybody. You want your message to resonate with your real fans. Let your community see your true personality and they will become your fans.
Selling is easy when marketing includes relationship building
When you focus on networking and community building, your relationships themselves become a form of marketing. Even if conversations start to quiet down, content marketing is a great ice-breaker to keep the conversation up.
As I’ve met more people in the online space, there are 4 types of people that exist. You only care to interact with 3 of them: the clients, connectors, and collaborators. The clients are a given group. Let’s talk about the collaborators though.
Collaborators put you in front of a new audience. This comes in the form of a quote in an article, an interview, or a whole stage takeover. Whatever the situation, your name is showing up in a place that tells strangers that you’re credible.
The connectors are those who know someone who you can collaborate with or become your client. Connectors are anyone. Sometimes you have to specifically ask before they think about the connection.
Selling is fun when marketing fits your lifestyle
Your best marketing plan will make sense to you for your individual, family, and business choices. This plan is different from anyone else because your values are uniquely yours. When you feel fulfilled, business feels like a game. A game you want to win.
So your community is familiar with what you offer because you talk about it. You don’t convince anyone to work with you. They know they need your offer. Everyone feels good about the exchange.
Selling is fun when marketing already agitated their need for your offer now
Your community has distractions or feel they can wait to address their problems. Some people really need their pains, their troubles highlighted for them. It’s normal for them. How could they know any better without a helping hand to show them that it ISN’T normal after all?
They can’t change their situation unless something changes in their situation. So either they take action, or they accept that it isn’t a priority for themselves. It’s just a conversation. You know the answer, but you’re helping them reveal the answer to themselves.
Selling is fun when marketing overcomes objections already
There are no more excuses. The people who have decided that your offer isn’t a priority have said no. Those who are still around are listening to you overcome their objections. The objections that come up are more like excuses and stalls.
Selling comes in when the excuses no longer exist. The objections were answered before any sales conversation. These conversations are now about connecting with the prospect. Don’t work with anyone who you don’t like or who doesn’t like you.
Because you take the time to really connect and know your clients, it’s fun to see the transformation that they’re about to receive from your offer. You’ll see the transformation that they’ll get working with you. Sales becomes a no pressure exchange. Without the pressure, selling is easy and fun because you already did the hard work in your marketing.
How to plan your marketing content with the launch plans
Not everyone even has a launch plan. That alone will set you up for success. However, a marketing plan to support the launch plan will make selling easy and fun. Here’s the quick process of what that looks like.
1. Know your income goal
Come up with a solid figure for how much money you want to make based on where you’re at in business. Baseline minimum to keep the lights on, replacing income, or raising your energetic match to something higher. As long as you know what your income goal is.
2. Know what your offers are
Come up with what offers you’ll have available and at what price point. Then plan when certain offers are available. Schedule conflicts are often caught this early when you keep in mind all of your personal and business obligations.
3. Know your launch goals
Your income goals combined with your offers determine how many clients you want to secure for each offer. This stage projects when income may fall short or current resources may not support future goals. You have the opportunity to address these issues before they become problems.
4. Find the pain points
Getting to the root problem for clients will help set up the stage in advance of the actual offer launch. Introduce knowledge gaps. Educate around your offer about a month before launch.
5. Find objections
Capture the objections given to you in conversations. What other questions do you wish your people would ask? Highlight the objections then answer them. Overcome the reasons someone might have to not talk to you, not hire you, not invest in themselves.
6. Find missed opportunities
Missed opportunities help agitate the need for your offer. If they don’t make the change, what’s going to happen? What isn’t going to happen if nothing changes? Share a story of staying the same. Highlight the risk of not making changes. This will help convey the message of stagnation is scarier than the transformation.
7. Coordinate launch and marketing plans
Timing the marketing plan appropriately sets up the launch for success with a prepared community. Education around the offer occurs about a month before a launch. The agitation of the need for the offer occurs a couple of weeks to a week before the launch. Then overcome objections at the time of and throughout the launch.
If you do sales conversations to close sales, the hardest work is already done. You know what to say.
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